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Be authen­tic. If you’re a bit crazy, get looney. If you’re happy-go-lucky, skip from meet­ing to meeting.

It mat­ters. We want to trust you. Clients want to trust you. Sur­prises are good, but not at the expense of who you are.

Don’t stray too far from your roots. No one expects Coke to have MtnDew style ads. We don’t want Banana Repub­lic to get edgy. We cer­tainly don’t want our web reg­is­trars to get sexy (I’m look­ing at you, GoDaddy).

Swear if you have to. Hold­ing back is for pussies.

This is why every­one loves Vir­gin products.

Richard Bran­son doesn’t sell prod­ucts, he shares his dreams.

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